Eye‐tracking Social Preferences

Abstract We hypothesize that if people are motivated by a particular social preference, then choosing in accordance with this preference will lead to an identifiable pattern of eye movements. We track eye movements while subjects make choices in simple three‐person distribution experiments. We characterize each choice in terms of three different types of social preferences: efficiency, maxi‐min, and envy. For the characterization, we use either the choice data or the eye movement data. The evidence indicates that distributional choices are broadly consistent with the choice rule implied by eye movements. In other words, what subjects appear to be interested in when you look at their choices corresponds to what they appear to be interested in when you look at their eye movements. This correspondence lends credibility to the behavioral relevance of social preferences models. Copyright © 2015 John Wiley & Sons, Ltd.